Entertainment

HOW TO: Use QR Codes for Event Marketing

Matthias Galica is CEO of ShareSquare. Via a self-serve mobile web app CMS and QR codes, the ShareSquare platform enhances real world promotions for artists, agencies & brands. Mashable readers can sign up for the private beta for free by clicking here. He will also be presenting on thttps://mashable.com/wp-admin/post.php?post=538465&action=edit&message=1he topic of QR code adoption at the Where 2.0 Conference.

Nearly every year since 1994 has been hyped as the year that QR codes pierce the mainstream, but in 2011 the hubbub is finally reaching a fever pitch.

This is thanks to a confluence of factors: Critical mass in smartphone penetration, a large installed base of many barcode-scanning apps, and an approaching social tipping point of awareness. QR codes are finally becoming an effective tool for driving offline-to-online interactions at scale.

Combine this with the fact that enhancing real world promotions in music, film and brand marketing is among the best applications of this technology, and next month’s SXSW has the potential to be the breakout event for QR codes in America.

Unfortunately, many well-intentioned early adopters will waste the opportunity by not delivering enough value or making some very simple mistakes.

I’ve spent nine months isolating the best practices and highest converting use cases specific to these applications. Taking over where Jamie Turner left off with his post on the 10 commandments for marketers using 2D codes, below is a “brass tacks” breakdown of the minimum value each marketer needs to offer to be successful.

What Should My QR Code Do?

It should direct users to a mobile-optimized webpage with functionality tailored to your audience and application. Below are recommendations based on the calls-to-action that we’ve seen achieve the highest engagement. You’ll notice the following themes recur: Exclusivity, rich media, downloads, social media, incentives like prizes and contests, and contextual relevance.

Music and Artist Performances

Must-Haves: Provide immediate music playback via an online service like YouTube or Rdio. Show a bio along with performance and venue information. Allow users to "Like" on Facebook and follow on Twitter.

Extra Credit: Link to native apps like those made by Mobile Roadie; offer free downloads in exchange for e-mail submissions; win VIP access or free schwag; offer mobile e-commerce through a provider like TopSpin or BandCamp.

Film Releases and Screenings

Must-Haves: Show the trailer (ideally an exclusive); put sneak peek images into a slideshow; provide screening and venue information; pre-populate status updates and tweets to help new fans spread the word.

Extra Credit: Deleted scene downloads; free passes; ticket purchases.

Technology Launches and Exhibitions

Must-Haves: Show screenshots; play a demo video; link to all your native apps (if you have them); display company info, "Like" on Facebook and follow on Twitter.

Extra Credit: Offer early access; send private invites, or register the scan as a check-in.

Where Should I Put My QR Code at a Major Event?

Put your QR code on every single piece of promotional material you have. This goes for every marketer. Posters, flyers, stickers, merchandise tags, press kits, temporary tattoos; The more unusual the better. Any promotion without one is a missed opportunity at major events, especially tech-forward gatherings like SXSW.

What Not To Do

There are pitfalls you need to avoid at all costs, or else your QR code campaign will fail miserably:

Don’t use proprietary code formats like those from AT&T Barcode Services or any other that requires a particular scanning app to work. Your QR code should simply contain a URL directing to your mobile web presence. You can easily create a free QR code with services like bit.ly or goo.gl, and they come with the added benefits of shortening your URL (which compresses the size of the QR code) and some basic tracking.

Don’t link to a non-mobile-optimized site, or (heaven forbid) any pages containing Flash.

Don’t forget to prominently place a compelling call-to-action (e.g. “Scan to Win”) near the QR code so that your audience immediately knows why they should bother scanning your code.

Don’t forget to test-scan the proofs for your creative. Make sure your QR code works as intended before you produce a bunch of collateral.

It’s also a good idea to set up your QR code and the corresponding mobile webpage with analytics. This will give you the ability to track and optimize your campaign, and if you’re using a plug-and-play CMS, even make updates during the event.

What Results Should You Expect?

At my company, we’re seeing an average time on the mobile page of about 4 minutes, with bounce rates in the low 20% range. When your call-to-action is valuable, and well aligned with your application, you’ll find that you can delight your audience and capture the precious attention that you wouldn’t have before. Your mileage will vary on the total number of scans, which is why a shotgun approach with a variety of different placements will give you the best odds of standing out from the crowd.

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